Lecture 6 Product, Product lines and Product mix

4. A) Individual Product / Service Decisions Product attributes 1 To define a product = To define the benefits that it offers! Quality Features Style Design

5. A) Individual Product / Service Decisions Product attributes 1 Quality is when our customers come back and products don’t! Quality Creating value for customer and their satisfaction! Characteristics of products that are able to satisfy customer needs! TQM

6. A) Individual Product / Service Decisions Product attributes 1 Quality 1 Dimension: LEVEL “Performance quality” 2 Dimension: CONSISTENCY “Freedom from defects”

7. A) Individual Product / Service Decisions Product attributes 1 Competing tool for differentiating from competition! Features Aroma Bitterness (De)caffeine

8. A) Individual Product / Service Decisions Product attributes 1 Style Design Appearance, eye-catching Look & usefulness Ex: Swiffer Carpet Flick Market Research: Stylish look Works better

9. A) Individual Product / Service Decisions Product attributes Branding Packaging Labeling Product Support Services 1 2 3 4 5

10. A) Individual Product / Service Decisions Branding 2 Brand = A name, term, sign, symbol, design or combination of all of them that identifies the maker / seller of goods/ services! Everything is branded! For CONSUMERS: For COMPANIES: Easy identification! Trust in quality! Brand name easily sells! Legal protection!

11. A) Individual Product / Service Decisions Branding 2 Ex. Johnson & Johnsonbaby powder Physical attributes Functionality Emotional benefits Experiences https://www.youtube.com/watch?v=29rSxDu6qz0

12. A) Individual Product / Service Decisions Product attributes Branding Packaging Labeling Product Support Services 1 2 3 4 5

13. A) Individual Product / Service Decisions Packaging 3 Designing& Producingthe container or wrapper for a product! Protection “Package sells the product” Promotion Environmentally friendly

14. A) Individual Product / Service Decisions Product attributes Branding Packaging Labeling Product Support Services 1 2 3 4 5

15. A) Individual Product / Service Decisions Labeling 4 Labels range from simple tags to complex graphics that are part of the package! Identification Describing a product Promotion Open dating Nutrition factsUnit price

16. B) Product Line Decisions Product Line= a group of products that are closely related because they function in a similar manner, are sold to the same customers, are marketed through the same outletsand are in a given price range! Nutrition facts

17. C) Product Mix Decisions (Production Portfolio) Product Mix (Portfolio) = all the product lines and items that a particular company offers for sale! Four Dimensions: WIDTH LENGHT DEPTH CONSISTENCY 1) 2) 3) 4) Number of product lines in the company Number of products within product lines Product variants in one product line Relation between product lines

18. C) Product Mix Decisions (Production Portfolio) Product Mix (Portfolio) = all the product lines and items that a particular company offers for sale! Example:

19. C) Product Mix Decisions (Production Portfolio) Product Mix (Portfolio) = all the product lines and items that a particular company offers for sale! Example:

20. C) Product Mix Decisions (Production Portfolio) Exercise: 1) Product mix width = 2) No. Product lines = 3) Product lines depth = 4) Product lines length = 5) Product mix depth = 6) Product mix length =

21. C) Product Mix Decisions (Production Portfolio) Exercise: 1) Product mix width = 2 2) No. Product lines = 2 3) Product lines depth = 8+3+3+2+2+2+2+1 4) Product lines length = 6+2 5) Product mix depth = 23 6) Product mix length = 8

22. Homework 1 1) Product mix width = 2) No. Product lines = 3) Product lines depth = 4) Product lines length = 5) Product mix depth = 6) Product mix length =

23. Homework 2 1) Product mix width = 2) No. Product lines = 3) Product lines depth = 4) Product lines length = 5) Product mix depth = 6) Product mix length =

Notes de l'éditeur

Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.
Width The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix. Length Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five. Depth Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line. Consistency Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.

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Lecture 6 Product, Product lines and Product mix

Notes de l'éditeur